Channel strategy services

Travis Woods helps cybersecurity, AI, and IT vendors build partner programs and MSP go-to-market strategies that partners adopt. Engagements follow the Channel Clarity Process: Insight, then Trust, then Activation.

Who this is for

Cybersecurity vendors building or fixing an MSP program
AI companies bringing a product to MSPs and ITSPs for the first time
Cyber insurance providers working with MSPs as a channel
Emerging vendors that need channel leadership before a full-time hire
Distributors and marketplaces designing vendor and partner programs
Event organizers looking for an MSP operator voice on stage

Travis Woods co-leading a workshop on AI as a revenue opportunity for MSPs — Workshop: AI as an MSP revenue opportunity

The Channel Clarity Process

Each step builds on the one before it. Skipping Insight is how programs end up rewarding partners for the wrong things.

Insight

Find where partners lose trust or stall.

Evaluate your partner value story
Assess messaging, onboarding, and enablement
Review partner incentives, co-sell assets, and deal registration flow
Identify where partners lose trust or stall in adoption
Align internal teams on one go-to-market narrative

Trust

Build a story and a motion MSPs believe in.

Develop a clear partner narrative: here is how we help you grow
Build trust-first messaging for MSPs and ITSPs
Design a simple, compelling go-to-market motion
Document repeatable co-sell plays
Rework onboarding so partners get early wins
Define the KPIs that actually matter

Activation

Turn signed partners into selling partners.

Build co-selling and enablement frameworks
Create joint value creation plays
Launch incentives that reinforce the behavior you want
Simplify program tiers and partner journeys
Equip sellers with talk tracks that land with MSPs
Set up scaling mechanisms for new markets such as LATAM

Ways to work together

Channel GTM strategy and advisory: Clarify your value to MSPs and design go-to-market plays that drive adoption, not just sign-ups.
Partner program architecture: Incentives, onboarding, and enablement frameworks that scale and that partners can actually follow.
Fractional channel leadership: Senior channel leadership for emerging vendors that need a channel chief before they are ready to hire one full time.
Channel community development: Partner advisory councils, community programs, and engagement that build long-term trust with new and existing partners.
LATAM expansion and global ecosystems: Navigate markets, distributors, and partner go-to-market in Colombia and across Latin America.
Speaking and panel moderation: Keynotes, panels, and focus groups on channel strategy, MSP evolution, and cybersecurity go-to-market.

Not sure where your program is stalling?

That is exactly what the first conversation is for. Bring your partner numbers and your current pitch.

Book a consultation Book Travis to speak